A new dawn: Organic Advertising.

Hello! I’m Olle, founder and CEO of Parasition. Today I want to talk about something we at Parasition call Organic Advertising. But first we need to dig deeper on the two more common types of advertising, paid advertising and Organic.

We have all heard about paid advertising, where companies pay to get their products or themselves in front of people. The people watching it have no control over whether they see it or not; they either have to close their eyes, leave the app, or be okay with consuming the advertisement that was put in front of them. We have all experienced this; it is everywhere, and we have no control over whether we think it is something worth seeing or that interests us. Those who have the most money can be the loudest. Deciding what people should watch and then imposing it on them has proven, as most can probably imagine, not to be the most efficient way for companies to convert people into buyers. We humans generally do not appreciate having things forced upon us. :)

I would argue that influencer marketing falls under the paid advertisement category as well. Influencers usually have large followings, and companies can pay to get in front of them. Consumers typically do not actually like the advertisements that the creator and company present to them, but because the consumer follows the influencer, the ad is still shown.

Then we have organic, it is multiples harder to do, but those best at marketing are usually those skilled in drawing organic attention to a brand or product. How it works is that companies try to craft content that people want to watch. It is basically a shot in the dark, where you have no idea how the content you are putting out will actually perform. Having been on this side for many years, I would argue that very few companies actually succeed in doing this, one example that comes to mind is RedBull. RedBull are extremely skilled in creating content that people actually want to watch, that is shared, get views, and just works. Although, not everyone can be like RedBull a lot of companies try to come close. The reason? When organic works, it really works! People enjoy seeing it, they talk about it, and share it to their friends, in all areas great organic is a lot more effective than paid advertising, but way more unpredicatable with very few actually succeeding.

So what is the solution? Is it possible to combine the effectiveness of organic and the predictability of paid advertising? Yes, with Organic Advertising, something we at Parasition have coined and made possible. It is exactly what it sounds like: it enables companies to advertise in an organic way. But how, you might wonder? Let me explain. Parasition takes the brief or ad provided by companies and allows creators, who are not influencers but rather regular people with typical followings, to create content. Creators craft their own version of the ad or video based on how they believe it will perform best. They post it to their accounts on the platform chosen by the company and are fully paid depending on the post's performance. The content is shown to people only if it is enjoyable, and only then is the creator paid, with the company covering the ad costs.

This by itself is good and ensures that the company only pays for organic views. However, when you do this with hundreds of creators and content all at the same time, and combine it with community effects, such as the best-performing videos being shared with other creators to learn from and improve, it quickly becomes great. We are now incorporating AI to assist companies in crafting the best briefs and ads, as well as helping creators produce the best videos. One important insight is that there is always a way to create organic content that performs well in any context. By leveraging community and AI, we are able to discover it.

Companies set a budget, and from there, we can guarantee views in the same way paid advertising can, but with organic results. It’s the best of both worlds: consumers only see the ad if people actually find it interesting and worth seeing, and companies can ensure that their ads are actually seen, since they only pay if it is. It is truly powerful and something we are proud of. We believe organic advertising benefits everyone: the companies, the creators, and the consumers.

This is truly the dawn of a new era in the biggest industry in the world, advertising, and Parasition is making it all possible.

Thank you, I’m truly excited for the future.

All the best, Olle.